Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
Restarting The Firefox
It’s been 10 years since Google released Chrome and rocketed ahead of Firefox in the web browser market. But Mozilla could regain ground with a recent Firefox upgrade laser-focused on privacy or, more accurately, the lack thereof. “You give up your privacy online, and what you get in return are somewhat convenient services and hyper-targeted ads,” writes Brian Chen at The New York Times. Although there are some privacy features Chrome can accommodate if a user installs a browser extension, Firefox comes with third-party tracker blockers baked in. It’s also got a Facebook “container” users can install that prevents the social platform from monitoring web activity. More.
Spend (And Tax) And Spend
South Dakota won a Supreme Court case on Thursday guaranteeing a state’s right to collect sales tax on online retailers for transactions. The decision overrules a 1992 precedent that forbids states from collecting sales taxes unless the online retailer maintains a physical presence in the state, reports The Wall Street Journal. Big retailers have pushed for internet sales tax laws for years. It makes a big difference when you’re competing for razor-thin price margins against untaxed ecommerce players. The ruling will prompt a surge of state and federal legislative efforts to set rules on taxes, like exemptions for small businesses. In other words, eBay may pay sales taxes wherever purchases occur, whereas small merchants selling on the platform wouldn’t have to deal with cross-state laws.
Location-based targeting isn’t always on the digital media plan. B2B companies or certain service providers that open for business everywhere, for instance, often prefer not to restrict national campaigns by placing geotargeting parameters. “In marketing, it’s easy to fall victim to a fear of missing out,” Jacob Baadsgaard, founder and CEO of the agency Disruptive Marketing, writes for Search Engine Land. Baadsgaard suggests that national businesses consider location optimization for search and ecommerce ads. Suppliers of large or heavy products that are expensive to ship could find efficiencies by confining spend to an easy delivery range of manufacturing facilities. Even if a business isn’t limited by location, the profitability of its SEM campaigns are. And hey, if pricier audiences in Los Angeles don’t outperform targets in Calgary, Canada, there aren’t glamour points at stake.
But Wait, There’s More!
- Sir Martin Sorrell Speaks On “Fanciful Rumors,” S4 Capital Plans - The Drum
- Oath Brings VR Ads To Programmatic Marketplace - Mobile Marketer
- How Twitter Made The Tech World's Most Unlikely Comeback - BuzzFeed
- What Hotel Execs Say About Google And Amazon’s Growing Influence - Skift
- Microsoft’s Bing Launches Visual Search Tools For Photos - blog
- Voice Assistants Are The New Marketing Battleground - WSJ
- Publishers Use Cannes Lions To Reassert Influence - Digiday
- How A Few People Took Equifax To Court And Won - NYT